The research by Key Note found that women are more likely to be opposed to seeing ads on the BBC than men, and only 9% of the 24- to 35-year-old audience were in favour of an ad-friendly BBC. The group who put up least objection to ads on the BBC were 45- to 54-year-olds.
The findings will be a boost for the broadcaster, which is heading toward its charter review in 2006. The BBC is facing increased opposition to its licence-fee funding amid calls that it abuses its public-service status for commercial gain.
Its adventures in the digital arena, where it has launched a raft of television and radio stations, has exacted high amounts of criticism from traditional Conservative Party opponents and the commercial sector.
The BBC also received a show support about the quality of programming its channels show, with few people feeling that advertising helps fund better programming. Again, women were least likely to believe that advertising improved the quality of programming.
Women are also more likely than men to fast forward through ad breaks while watching recorded programmes. One reason for this, the report suggested, is that women feel that advertisers target them more than men.
Households that fell into the AB demographic said they record programmes to deliberately avoid ads, while half of 15- to 24-year-olds questioned said advertising was a good way of finding out about new products.
As many as 42% of 15- to 24-year-olds said they had bought something in the last six months as a result of seeing an ad, and 32% of 25- to 34-year-olds said they had.
Around 30% of those questioned believed ads were entertaining, but only 25% said they believed ads made in the UK are of better quality than those abroad.
The research was conducted by BMRB between May 15-21 with a representative sample of 993 adults.
The Key Note Advertising Agencies report is available from Key Note on 020 8481 8750, priced £775.
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